14. January 2016
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From product developers to content creators: YouTube and the changes in the toy industry

YouTube is becoming a powerful marketing platform for toy companies who are looking to reach a new generation of children. Research shows that two-year-old already know how to play their favorite videos in a smartphone or a tablet.

Nowadays, all the major toy companies are developing content to upload to their specific site on YouTube. Content such as animations featuring the characters represented on their toys, videos of children playing with their products and of course spots. The amount of content children are able to access in relation to each product is tremendous and it will contribute a good deal to improve brand awareness.

Some companies are even launching children’s competitions through this platform. That is the case of LEGO with a campaign to engage children to build an original decoration for the Christmas tree. The same company uploads videos of people building all sorts of things, such as “LEGO Minecraft - How to Build a Sword”.

Youtube is the new platform for advertising

On the 70th anniversary of the iconic train Thomas the Tank Engine, Mattel launched the documentary "Thomas and Friends: 70 years of friends" in which they show its history and developments. Today, children can check videos of how their favorite toys evolved, how they are designed and the people behind them! From all over the world kids can feel closer to a brand than ever, and become the most passionate fans.

To be able to upload such a big variety of videos, companies should invest into the production of all this content. That is the reason why nowadays many companies are only using YouTube to show their spots. This is also a great opportunity, as it allows them to show their advertisement anywhere, anytime, something they couldn’t do at all with traditional television.

Engaging with fans

But toy YouTube channels are much more than sites to upload videos, they are also a way to build a community where you can get feedback of who your fans are and what are they actually interested in. There are toy fans that are presenting toys in their own YouTube channels, with an important amount of followers. Channels such as 'Toys on the go!', one of the favorite sites to watch videos for the Spanish little ones. Internationally, other kids are getting a lot of attention (with millions of views) in sites such as EvanTubeHD, KittiesMama and MommyandGracieShow. In general, children's toy reviews have become some of YouTube's most-watched videos (Dailymail, 5 November 2014).

I strongly recommend companies to pay real attention to the potential of this free tool and start specializing, beyond designing products, to designing great content that is both engaging and appropriate for their target groups. New digital marketing has lots of possibilities for our brands and products.

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